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The CHOWKING FOOD CORPORATION gained entrance to the Philippines' highly competitive fastfood industry in 1985, at a time when it was dominated by western-style burger joints. It positioned itself in a niche where it could be a strong leader, by adopting the best features of two distinct restaurant personalities - on the one hand, the traditional Chinese restaurant, with its menu of delectable, sumptuous but easy-to-prepare and reasonably-priced dishes; on the other, the modern, western-style fastfood joint, with its eye-catching façade, bright interiors and young staff dispensing friendly and snappy service - and fused them into a unique concept: the Oriental quick-service restaurant.